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The age of competitive strategy may be past. Sophisticated managers are learning that handsome returns come directly from superior strategic execution - not strategic planning. Their method: hustle and get it right. A look at the financial services industry provides valuable lessons. Few of the bases of competitive advantage exist - no economies of scale, few obstacles to product imitation, minimal costs and time required to bring out a new product. The organization's people and their executional skills - not the company's fixed assets - determine the bottom line.